The document discusses strategies for optimizing email marketing within a Salesforce environment, emphasizing the importance of metrics like clickthroughs and conversions over open rates. It highlights the need for segmentation and testing to improve performance, introducing tools that integrate well with Salesforce for better campaign management. Finally, it advocates for a fully integrated marketing automation suite to enhance productivity and alignment between marketing and sales efforts.

1. Email Marketing
in a
Salesforce.com Idan Carmeli
environment Marketing Automation Director
idan@service-wise.com

2. Today’s Agenda
• Revisiting Email Marketing
4 perceptions you should take a fresh look at
• The journey towards revenue-oriented, sales-
aligned email marketing:
– Email marketing in Salesforce
– Email marketing services that „play nice‟ with
Salesforce
– Fully integrated marketing automation suites

3. Revisiting
Email Marketing

4. 1. OPEN RATES MATTER

5. open rates are not
your most important metric.
clickthroughs and conversions are.
source:

6. triggered emails
have 96%
higher open
rates and 125%
higher click
rates than
“business as
usual” (BAU)
messages
Source: Epsilon and the DMA‟s
Email Experience Council

7. 2. MY PERFORMANCE METRICS ARE
GOOD / BAD / AVERAGE / DON‟T KNOW

8. there‟s no single performance benchmark, but
here are some pointers
B2B email newsletters typically range from 5% to 15%
highly segmented and personalized email lists (B2B and B2C)
are often in the 10% to 20% CTR range
email messages with very strong content but sent
to unsegmented lists, like many news or trend-type
e-newsletters, are often in the 10%-15% range
source: Lyris

9. 3. CONSULTANTS TELL ME THAT
TIMING / SUBJECT LENGTH / NO. OF
LINKS MATTER / DON‟T MATTER

10. the best advice is…
Test.
Test.
Test.
Test again.

11. a few research-backed tips
write short subject lines
personalization not very important
(but segmentation is!)
source: MailerMailer report, 7/11

12. a few research-backed tips
send early in am, and right after work hours
include more links,
but don‟t overdo it
source: MailerMailer report, 7/11

13. 4. PEOPLE ACTUALLY READ THIS?!

14. there‟s an
art to email.
and it‟s
mostly
about
content.

15. “in January-March 2012 (Q1-2012) …
worldwide spam fell 40% as against
that of 2011.” commtouch report
the good news
about spam: it‟s up
to you.
The bad news: never
make the spam gods
angry.

16. Relevance
timing compliance
Content design
personalization

17. Business
Alignment!

18. email marketing is
part of the journey
towards
true revenue-
oriented, sales-
aligned marketing

19. step 1(a):
email marketing in Salesforce?

20. step 1(b):
… but Salesforce Campaigns
are your friend

21. step 2:
email marketing tools that
‘play nice’ with Salesforce
iContact Pardot VerticalResponse Lyris ExactTarget

22. “…I can say without hesitation that there is NO
"best" email service provider out there. In fact, I
would say that they all suck...at one or many
things....you just need to find out what features of
the suckiness you can live with. ”
Source: Andrew Kordek,
Founder, TrendlineInteractive
on Quora

23. iContact on Salesforce DEMO

24. step 3:
a fully integrated
marketing automation suite

25. Increase Marketing Productivity & Sales
Alignment with Automation
• Run more campaigns with less resources
• Create more consistent email follow-up
• Streamline lead acquisition and nurturing
processes to increase lead volume and
conversion
• React in time and appropriately to leads‟
online „cues‟
• Use the CRM to maintain track record of
all marketing and sales engagements
25

26. Increase Marketing Productivity & Sales
Alignment With Automation

27. What we Covered Today
• Email Marketing revisited
• Progressive approaches to email marketing in a
Salesforce environment:
– Within Salesforce
– Services that „play nice‟ with Salesforce
– Fully integrated marketing automation suites

28. THANK YOU!
to-do today:
visit us at service-wise.com